This course will provide learners with a systematic general framework for analyzing persuasive influence situations. Learners will be able to identify different challenges faced by persuaders and to fashion appropriate strategies for addressing those challenges. The broad goal is to provide learners with not only an extensive persuasion tool kit, but also with an understanding of how different tools are useful in different situations. Specifically, the course will address four broad topics: strategies for influencing people’s personal attitudes; strategies for affecting social factors influencing behavior; strategies for affecting people’s perceived ability to undertake the desired behavior; and strategies for inducing people to act on their existing intentions.

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Converting Intentions into Action

Even when people already have the desired positive attitudes, positive social factors, and high perceived ability to perform the behavior—that is, even when they intend to engage in the behavior you want—even then they might fail to do so. When people have the intentions you want but aren’t acting on them, then the challenge is to get people to convert those intentions into actions. This module discusses several strategies that can encourage people to do that.